To all member units and tourism professionals:

Today, we are celebrating the 15th "China Tourism Day." As an important service platform for China's tourism industry, the China Association of Amusement Parks and Attractions (hereinafter referred to as "China Amusement Parks Association") has always been committed to promoting high-quality development in the tourism, leisure, and entertainment sectors. To further implement the relevant work deployment of the Ministry of Culture and Tourism regarding the "5.19 China Tourism Day" activities, the China Amusement Parks Association is now launching a themed action of "Activating Tourism Consumption and Creating a Better Life," and issuing the following proposals to all member units and the industry:

I. Deepen the integration of culture and tourism, and create high-quality products. Resolutely implement General Secretary Xi Jinping's important instructions and directives on tourism work, adhere to the principles of "upholding the right path and innovating, improving quality and efficiency, and integrated development," grasp the profound meaning of "using culture to shape tourism, and using tourism to highlight culture," deeply explore regional cultural genes, integrate intangible cultural heritage and folk customs into theme parks and scenic area development, create cultural and tourism IPs with stories and warmth, and avoid homogeneous competition; adhere to technological empowerment. Promote the combination of AR/VR, metaverse and other technologies with tourism scenarios, innovate immersive business formats, build an "online + offline" smart service system, and enhance tourists' sense of participation; make good use of "Culture and Tourism +." Promote the combination of theme parks, tourist attractions with education, sports, and public welfare undertakings, link cultural and creative industries, performing arts, and research studies, expand diversified business formats, extend the consumption chain, and meet the needs of tourists for high-quality and personalized experiences; uphold the bottom line of ecology and quality. Strictly review project planning and prevent inefficient development. Practice the concept of green and low-carbon development, and achieve a win-win situation between economic benefits and ecological protection.

II. Strengthen the safety bottom line ， Improve service quality. Strengthen the main responsibility for safety, improve safety emergency plans, regularly conduct equipment maintenance and fire drills to ensure the safety of tourists' lives and property; strictly implement the Tourism Law and industry standards, eliminate false advertising and low-price competition, ensure service quality and price transparency, and protect tourists' rights and interests; strengthen staff training, improve service awareness and professional skills, guide civilized behavior, and promptly dissuade uncivilized behavior to create a good image for the industry.

III. Optimize pro-people measures and release consumption potential. Actively respond to the call of the Ministry of Culture and Tourism, introduce preferential ticket prices, combined ticket discounts, and consumer voucher subsidies, explore new business formats such as smart tourism, silver-haired tourism, and night consumption scenarios to meet the diversified consumption needs of tourists; promote public welfare linkage and demonstrate the industry's responsibility. In conjunction with themed days such as "World Oceans Day," hold environmental protection public welfare activities, such as ocean protection initiatives and endangered species science popularization, to enhance public ecological awareness; explore the "tourism + public welfare" model, and cooperate with public welfare organizations to provide free visits for special groups, conveying social warmth.

IV. Strengthen industry cooperation and promote high-quality development. Build cooperation alliances and share resource advantages. Explore cross-field cooperation between destinations and aviation, transportation, and e-commerce platforms to create combined ticket products such as "aviation + tourism" and "high-speed rail + scenic spots," expanding the customer market; explore international development paths and enhance brand influence. Introduce internationally renowned IPs, promote the "going global" of local culture, and help Chinese theme parks enter the global market; optimize multilingual services, improve the experience of inbound tourists, and help build a "world-class tourist destination."

"China Tourism Day" is not only a festival for everyone to share, but also an opportunity for the industry to reform itself and upgrade its services. Let us work together, with culture as our soul, innovation as our wings, and benefiting the people as our foundation, to jointly write a new chapter in the high-quality development of China's cultural tourism!

China Association of Amusement Parks and Attractions

May 19, 2025